McDonald’s Hails the Kale. Why?

December 13, 2016
Posted by: Joan Cassidy
I stopped by the drive-thru at McDonald’s the other morning, desperate for another cup of coffee. While in line, I noticed a small garden of lettuces. Along with the greens, the raised beds included a sign for Greek yogurt and fresh berries. The headline read, “packed with flavor and protein.” It seems the trend of restaurants showcasing their chef’s garden ...
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Lebron James, A Successful Rebrand

June 24, 2016
Posted by: Jonathan Weiss
Two years ago, I wrote about LeBron James’ decision to return to Cleveland. This move represented the launch of a campaign to repair his brand, ...
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Who Should Evaluate What Brands?

July 27, 2015
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Posted by: Hilary DeCamp
I’m often asked to consult on the design and analysis of brand evaluations to ensure correct conclusions can be drawn about client and competitor brands. ...
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SPONSORS PULL YELLOW CARD ON FIFA FOULS

June 1, 2015
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Posted by: Joan Cassidy
This week in a dawn raid in Zurich, several FIFA executives were arrested on charges including fraud, racketeering, money laundering and bribery.  These events may ...
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An Actionable Way of Measuring Brand Equity and its Effect on Financial Performance

June 12, 2012
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Posted by: LRW
Previously we discussed not abandoning the brand funnel as it is useful for evaluating the strength of a brand’s franchise at a given point in ...
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Should Marketers Continue Using the Purchase Funnel?

May 16, 2012
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Posted by: LRW
Lately, people have been calling out the 114 year-old purchase funnel paradigm for being an outdated and inaccurate way of looking at a consumer’s decision-making ...
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